R E TA I L T R E N D S
DISRUPT THE ROUTINE
A majority of consumers
prefer to self-select
their meat.
86
that is up from 4 percent in 2015."
Hesitance is turning into a much greater
willingness to try as fewer people express
concerns about freshness, transit and meat
quality. The main reason consumers don't buy
meat online is the desire for self-selection.
Therefore, differentiation is key for driving
meat sales at brick-and-mortar stores.
"Be sure that people understand your
brand as a product and your department,
what your strengths are," Roerink said.
"Signature items are another great way to
bring differentiation because signature items
are items nobody else has. It's also a great way
to include variety just like restaurants do with
their limited-time offers."
Also, it doesn't hurt to brag a little. "If you
are the best, then say that you're the best and
start building that position," Roerink said.
An advantage for traditional retailers is the
power of premium brands. Roerink said people
believe brands deliver better quality, value and
consistency. These are attributes that retailers
can leverage in the meat department.
"Retailers are doing a great job of driving
their brand positioning and leveraging brands
that are throughout the store in the meat
department as well," she noted.
"It really comes down to telling the brand
story as effectively as you can all throughout.
Make sure you have an online and offline
strategy. Make sure that as some of these
purchases move online, make sure they ask for
your brand and shop at your store."
MEAT+ POULTRY | 06.18 | www.meatpoultry.com
The biggest enemy to growth in retail meat
purchases is routine, Roerink told attendees
at the Meat Conference. Consumers buy
what's familiar and safe. Research for the
Power of Meat report found 83 percent of
shoppers only buy a handful of cuts despite
the variety available.
It's time to disrupt consumers' routines,
Roerink said. Implementing a full-service meat
counter is a great way to start a conversation
with shoppers and disrupt their typical meat
buying pattern.
"Leverage people in the meat department
to coax consumers out of their 'comfort zone'
meat cuts," she advised. "Full-service meat
counters can drive awareness of different cuts
and kinds of meat. Seventy-two percent of
shoppers who have a full-service meat counter
at their store said they are glad it's available.
"If we have a counter, let's make sure we
leverage the value of it to the full ability,"
Roerink said.
Retailers should ensure that consumers
recognize the value of the full-service meat
counter. For example, talk about the combined
years of craft among counter attendants,
Roerink offered.
Also, full-service meat counters provide a
path to start conversations with customers.
Attendants can point out items in the case or
offer ideas for dinner. Elevate the profile of
the butcher by creating "Butcher's Favorite"
promotions. Additionally, support the meat
case with signs offering personalized service.
Develop recipes for dishes that are familiar
with consumers. Add other recipes to the mix
once trust is established with shoppers.
"A lot of people have the idea that meat
at the counter is more expensive or more
difficult to cook, and a lot of times people
don't even realize their store has a counter,"
Roerink noted.
HEALTH MATTERS...
Health and wellness remains top-of-mind
for consumers. Roerink noted that sales are
growing across the store of products that
provide some type of health benefit. With 40
percent of households dealing with at least one
ailment - diabetes or high blood pressure, for
example - consumers are turning to food as
medicine to treat or prevent illness.

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